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Future Will Open A ‘Future Hive’ Pop-Up Shop In New York City

July 27, 2016
Nadirah Simmons

Future has linked up with the socialĀ shopping site Fancy to create “Future Hive,” his own pop-up shop, in New York City next week.Ā The shop will feature a long listĀ of top selling brandsĀ likeĀ John Varvatos, Pintrill, CeaseĀ and Desist and Moreca, as well as items from the rapper’sĀ FreeBandz Clothing line and tour.

ā€œWhat we wanted to do is create an experience for the fans,ā€ said Marcus Howard, head of business at Fancy. ā€œWeā€™ve seen what everyone has done with the standard pop-up and they are essentially glorified merchandise stands. We want people to come in and feel like itā€™s Futureā€™s space and offer a high-quality retail experience.ā€Fancy has partnered with musicians and brands like HermĆØs in the past, but this the brand’s first time working onĀ an artistā€™s pop-up.

ā€œIt really boils down to, fans want to feel what the emotion of their favorite artist is and we donā€™t want people to go in and buy the T-shirt and go out,ā€ Howard told WWD. ā€œWe want them to spend time here and tell their friends about it. You are discovering things about Future that you might not get from a merchandise stand.ā€

Future Hive, located at 76 Wooster Street,Ā will be open from next Tuesday to August 8 and willĀ also include an art gallery and VIP lounge along with the retail space.